Using AdWords to Grow Your Business

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Presentation for Chisholm & Harper - using Google AdWords to grow your business. A step by step guide to the basics of AdWords

Presentation for Chisholm & Harper - using Google AdWords to grow your business. A step by step guide to the basics of AdWords

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  • 2 ways to improve rankings
  • Either way - it’s all about relevance
  • Not just about generating inexpensive leads & sales... Lots more to it that most people don't realise...
  • Either way - it’s all about relevance
  • Case study
  • So what was the opportunity? How can we make more money for Seb?
  • Get inside their head. All starts with knowing what your ideal customer looks like.
  • All about links
  • All about links
  • One major use as marketers - is facebook ppc
  • Little ads on the right of every FB page
  • The main benefit here is not the geographic (can do that with google), but target ages & likes - examples... & FB tells you how many people fit that profile (maybe run a CPM campaign)

Transcript

  • 1. Mike Rhodes
  • 2. You Decide...
    • Structure
    • Keywords
    • Writing Ads
    • Account Setup
    • Managing
    • Reporting
    • Common Mistakes
  • 3.  
  • 4. Traffic
  • 5.  
  • 6.  
  • 7. 90%
  • 8.  
  • 9. Relevance
  • 10. Benefits
    • Fast - Get on page 1 within an hour
    • Reach - Target millions of people every day
    • PPC - ‘pay per click’ (& only when they click)
    • Test - different ad copy, benefits, images
    • Measurable - all about Return On Investment
    • Research - find the phrases that make money
  • 11. Case Study
  • 12.  
  • 13. Before = 8073 visits/month
    • 4029 direct + brand related keywords (e.g. national tiles)
    • 322 from other sites
    • 3722 non-branded (product keywords e.g. floor tiles)
  • 14. Opportunity
  • 15.  
  • 16. After = 16913 visits/month
    • 5248 direct + brand keywords (30% increase)
    • 301 from other sites
    • 11364 non-branded kws (205% increase!)
  • 17. Strategy
  • 18.  
  • 19. Structure
  • 20.  
  • 21. Campaign
  • 22. Campaign Budget Geography Network
  • 23. Campaign Budget Geography Network $100/day Melbourne Google
  • 24. Campaign AdGroup AdGroup
  • 25. AdGroup Keyword 1 Keyword 2 Keyword 3 Keyword 4 Headline Description (benefit) Description (feature) YourWebsite.com.au
  • 26. Floor Tiles Floor Tiles Buy Floor Tiles Purchase Floor Tiles Floor Tiles Online Cheap Floor Tiles Cheap Floor Tiles Huge Range of Floor Tiles at Great Prices! NationalTiles.com.au
  • 27. 4 5 6 1 2 3 Headline 4 Description (benefit) Description (feature) YourWebsite.com.au Keyword 6 Keyword 7 Keyword 8 Headline 5 Description (benefit) Description (feature) YourWebsite.com.au Keyword 9 Keyword 10 Keyword 11 Keyword 12 Headline 6 Description (benefit) Description (feature) YourWebsite.com.au Keyword 13 Keyword 14 Headline 1 Description (benefit) Description (feature) YourWebsite.com.au Keyword 1 Keyword 2 Keyword 3 Headline 2 Description (benefit) Description (feature) YourWebsite.com.au Keyword 4 Headline 3 Description (benefit) Description (feature) YourWebsite.com.au Keyword 5
  • 28. Keywords
  • 29.  
  • 30. Keywords : Principle
  • 31. Define Your Target
    • What’s Your “Ideal Customer” looking for?
  • 32.  
  • 33. Keywords : Goal
  • 34. Brainstorm Free tools Paid tools Competitors Amazon Amazon Amazon Amazon Amazon
  • 35. Find Your AdGroups (themes)
  • 36. Multiple AdGroups (buckets)
  • 37. Start with 1 Theme/Bucket
  • 38. Google Keyword Tool
  • 39. Each Theme is an AdGroup
  • 40. For Each AdGroup (theme)
    • Build a List of Related Keywords
    • For Each AdGroup
    • (no magic number: aim for 1-20)
  • 41. Expand each Theme
  • 42. Keywords : Mistakes
    • Too few Keywords
    • Too many in each AdGroup
    • Not grouped correctly
    • Not relevant
  • 43. Ads
  • 44.  
  • 45. Ad Copy : Principle
  • 46. Ad Copy : Goal
  • 47. Ad = Attraction Device
  • 48. Clear Call to Action (book now, buy online, free trial)
  • 49. Benefits
    • Small Business Marketing
    • Get More Prospects to Call You!
    • With Savvy Online Marketing
    • www.WebSavvy.com.au
  • 50. More Benefits
    • Plantation Shutters?
    • Designer Shutters. Factory Prices.
    • Free Measure & Quote. Melbourne.
    • TheBlindFactory.com.au
  • 51. Reason Why You
    • Pink Hummer Limos
    • Australia’s #1 Hummer Limo
    • Company. Ride the Pink Panther!
    • www.HummerLimos.com.au
  • 52. Reason & Benefit
    • Diamond Engagement Rings
    • Free Shipping & 30 day Returns
    • 3% donated to her favourite charity
    • www.IDoFoundation.com
  • 53. Urgency
    • Sunsafe Kids Swimwear
    • Huge Range of Kids Swimwear
    • Sale Ends June 30! Buy Now.
    • SwimwearGalore.com.au/kids
  • 54. More Urgency
    • Melb. Property Seminar
    • Hurry – only 13 seats left...
    • (& claim your free gift)
    • www.OHLgroup.com.au
  • 55. Stories
    • How a 24 year old
    • Stay at home mum
    • Beat all the odds. You can too
    • www.MakeMoreMoney.com.au
  • 56. 3 little dots
    • How a 24 year old
    • Stay at home mum beat the
    • odds. Here’s how you can too...
    • www.MakeMoreMoney.com.au
  • 57. Official Eye Candy ®
    • Official iPod nano® Store
    • Get the new iPod ™ with camera.
    • Free, fast shipping and engraving
    • store.apple.com/au/ipod-nano
  • 58. Power of the Letter ‘S’
    • Make Your Child Smarter
    • With Australia’s Leading
    • Maths Home Tutoring Program
    • www.Mathemagic.com.au
  • 59. Power of the Letter ‘S’
    • Makes Your Child Smarter
    • Australia’s Leading Maths
    • Home Tutoring Program
    • www.Mathemagic.com.au
  • 60. Psychological Triggers
      • Guilt
      • Greed
      • Hope
      • Aspiration
      • Fear of loss
      • Authenticity
      • Value
      • Quality
  • 61. Ad Copy : Mistakes
    • Being too clever
    • Not testing big differences
    • Not using Keywords in Ad
    • Broken Link to site!
  • 62. Setup
  • 63.  
  • 64. Setup : Principle
    • Only Market to Those Most Likely to Buy
    • (at least for your first time)
    • Relevance!
  • 65. Setup : Goal
    • Positive ROI
    • Build on Success
  • 66.  
  • 67.  
  • 68. Choose a sensible name
  • 69. Geographic Location
  • 70.  
  • 71.  
  • 72.  
  • 73.  
  • 74. Network Location
  • 75. Google Search + Desktop
  • 76. Auto Bidding (just say no)
  • 77. Manual Bidding
  • 78. Set Your Budget
  • 79. Rotate Ads evenly
  • 80. Managing
  • 81.  
  • 82. Management : Principle
    • Systemised & Continuous Improvement
    • Not Set & Forget
  • 83. Management : Goal
    • More and/or Cheaper Leads
    • Expand Keyword Lists
    • Craft Better Ads
    • Manage Bids
  • 84. Goal?
    • Maximise conversions
    • Minimise cost per lead
    • Brand exposure
    • (ego)
  • 85. Keywords + ROI
    • Increase ‘good’ keywords
    • Delete ‘bad’ keywords
    • (yep – it’s that easy!)
  • 86. Ads + ROI
    • Write more Ads
    • Keep ‘good’ ads
    • Delete ‘bad’ ads
  • 87. Peel & Stick
    • Find ‘outlier’ keywords
    • (eg high impressions, CTR, conversions, low cost/lead)
    • Move to their own AdGroup
  • 88. Reporting
  • 89.  
  • 90. Reports : Principle
    • Can’t Improve if not Measuring Results
  • 91. Reports : Goal
    • Know How to Use Most Important Reports
  • 92. Campaign Report
    • Impression Share
    • % of time Your Campaign has shown
  • 93. Campaign Report
    • Search Query Report
    • What actual queries have been used by your prospects?
  • 94. Campaign Report
    • Placement Performance
    • Where have Content Network Ads been shown?
  • 95. Reports : Mistakes
    • Not using any reports!
  • 96. Mistakes
  • 97. Common Mistakes to Avoid
    • Only using 1 AdGroup
    • Too many Keywords in each AdGroup
    • Too few Keywords overall
    • Bidding too low
    • Bidding too high
    • Not checking Quality Scores for Keywords
    • Not Testing Different Ads
    • Allowing Google to control which Ads are shown
    • Not using the target Keywords in the Ad
    • A broken link!
  • 98. Common Mistakes to Avoid
    • Ads Running on Content & Search in 1 Campaign
    • No Negative Keywords
    • Ignoring Content Network completely
    • Not tracking results on the Content Network
    • Not using Conversion Tracking
    • Not using Keyword Matching Options
    • Not offering anything Unique in the Ad Copy
    • Not checking competitor Ads
    • Not using Image Ads
  • 99. Now Put it all together
  • 100.  
  • 101. Thanks!
  • 102.  
  • 103.  
  • 104.  
  • 105.  
  • 106. Distribution
  • 107. Goal? Who is Ideal Reader? What want them to do? Available resources? Now, build it & create sharable content! create sharable content! create sharable content! create sharable content! create sharable content! create sharable content! create sharable content!
  • 108. Targeted Ads
  • 109.  
  • 110.  
  • 111.  
  • 112.